With the advent of digitization, the High Definition (HD) wave hit the Indian TV industry, and several broadcasters launched new HD channels or HD versions of their existing SD channels in order to offer a better viewing technology and enhance the TV viewing experience.
The growth of HD channels over the last 2 years has positively impacted the industry in terms of subscription & advertising revenue, and is becoming a game changer in the quality of television content that is being consumed.
The latest edition of THINK from BARC has taken a closer look at this HD phenomena by exploring various factors associated with the HD Viewership landscape:
The HD Landscape:
Over the 2-year period from October 2015 to September 2017, the number of active HD channels in India have risen from 59 to 83 HD in 2017. While the number of channels has gone up by only 41%, the viewership share has grown by more than 160%
Who Watch HD Channels:
Gender: HD Channel viewership in India is slightly skewed towards Male audiences, who contribute a 51% eyeball share to the overall HD channel viewership, as opposed to SD channels where no gender skew is observed.
Age: While the Kids and Youth (2-21 yrs) form the larger share of the SD viewership, the Young Adults and Adults (22-40 yrs) together comprise a majority share of HD viewership in India (35%). This audience may comprise of the new- age millennials who want to have seamless experiences and are early adopters of new technologies and innovations.
NCCS: NCCS A is the largest contributor to HD Channel viewership in India and the second highest share of eyeballs comes from NCCS CDE.
Viewership Trends:
Genre Trends:
It is observed that GEC, Movies and Sports genres together comprise 95% of the HD channel viewership pie, of which GECs dominate a majority share that can be attributed to the supply of HD channels, which is also concentrated within these 3 genres.
The GEC genre appears to be quite popular on HD channels, as 31 out of 83 (37%) HD GEC channels contribute 62% to the viewership pie.
The channel share for Movies is 24% and for Sports is 14%
Among Sports channels, HD emerges as the preferred mode of viewing for Cricket and marginally higher for Soccer. Moreover, both English movies and Hindi movies perform relatively much better on HD channels.
Further Reading press this link...
Understanding the HD Viewership Lanscape: THINK Study
The growth of HD channels over the last 2 years has positively impacted the industry in terms of subscription & advertising revenue, and is becoming a game changer in the quality of television content that is being consumed.
The latest edition of THINK from BARC has taken a closer look at this HD phenomena by exploring various factors associated with the HD Viewership landscape:
The HD Landscape:
Over the 2-year period from October 2015 to September 2017, the number of active HD channels in India have risen from 59 to 83 HD in 2017. While the number of channels has gone up by only 41%, the viewership share has grown by more than 160%
Who Watch HD Channels:
Gender: HD Channel viewership in India is slightly skewed towards Male audiences, who contribute a 51% eyeball share to the overall HD channel viewership, as opposed to SD channels where no gender skew is observed.
Age: While the Kids and Youth (2-21 yrs) form the larger share of the SD viewership, the Young Adults and Adults (22-40 yrs) together comprise a majority share of HD viewership in India (35%). This audience may comprise of the new- age millennials who want to have seamless experiences and are early adopters of new technologies and innovations.
NCCS: NCCS A is the largest contributor to HD Channel viewership in India and the second highest share of eyeballs comes from NCCS CDE.
Viewership Trends:
Genre Trends:
It is observed that GEC, Movies and Sports genres together comprise 95% of the HD channel viewership pie, of which GECs dominate a majority share that can be attributed to the supply of HD channels, which is also concentrated within these 3 genres.
The GEC genre appears to be quite popular on HD channels, as 31 out of 83 (37%) HD GEC channels contribute 62% to the viewership pie.
The channel share for Movies is 24% and for Sports is 14%
Among Sports channels, HD emerges as the preferred mode of viewing for Cricket and marginally higher for Soccer. Moreover, both English movies and Hindi movies perform relatively much better on HD channels.
Further Reading press this link...
Understanding the HD Viewership Lanscape: THINK Study
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